Olay Launches new SPF50+ with Interactive UV Skin Experience Pop-Ups
Olay is taking its Olay Solarium interactive pop-up to three UK shopping centres this July, highlighting the effects of everyday UV exposure and showcasing its new SPF50+ moisturising fluids.
The activation will visit Manchester Trafford Centre from 3 to 5 July, Westfield London from 10 to 12 July and Bluewater Shopping Centre from 17 to 19 July.
The pop-up is designed to encourage shoppers to think about sun protection as part of their everyday skincare routine, rather than something reserved for holidays and days at the beach. Research commissioned by Olay found that many UK adults still associate SPF use with trips away, despite daily activities such as commuting, running errands and spending time outdoors also resulting in UV exposure.
Visitors to the Olay Solarium will be able to explore the effects of UV exposure through a series of interactive experiences. A UV camera will allow guests to view their skin and see areas of UV exposure, while personalised skin analysis will provide information about their skin.
The experience will also include a spin-to-win giveaway, where visitors can win full size products, alongside opportunities to speak with skincare experts about choosing and applying sun protection.
Live demonstrations will showcase Olay’s new SPF50+ moisturising fluids, including how the products are applied and how they work on the skin.
Guests will be able to try Olay’s SPFs: Olay Regenerist Firm & Plump SPF50+ Face Cream With Collagen Peptide Niacinamide & Pro-Vitamin B5 and Olay Vitamin C Brighten & Glow 3in1 Moisturiser Face Fluid SPF50+ Hydrating Primer.
The activation comes as concerns around UV exposure and skin cancer prevention continue to grow in the UK. A new parliamentary report from the All-Party Parliamentary Group for Beauty, Hair & Wellbeing, titled A Preventable Crisis: The Case for a National UV Safety Strategy, examines the impact of UV exposure and calls for a coordinated national approach to UV safety.
The year-long inquiry was launched in May 2025 and is chaired by MP Carolyn Harris. Evidence was gathered from healthcare professionals, academics, manufacturers, industry representatives and people with lived experience.
According to the report, 86% of melanoma skin cancer cases and 90% of non-melanoma skin cancers are considered preventable. The report also projects that melanoma cases could increase by 9% by 2038, while more than seven people currently die from melanoma every day in the UK.
The Olay Solarium will give shoppers the opportunity to explore these issues through interactive experiences while learning more about incorporating SPF50+ protection into their everyday skincare routine.
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